Political persuasion comes in many forms but just a few basic flavors. Link your candidate to great values, spin an “origin” story, attack your opponent’s strengths and weaknesses.
The earliest political ads on TV were primitive by modern standards. Here’s a 1952 “bandwagon” type ad for Dwight D. (“Ike”) Eisenhower.
During the 1960 election, Kennedy and Nixon were both are amazingly dignified and thoughtful. Nixon gave that up after he lost.
Also from 1960, here’s a sly dig at Nixon by Kennedy — in effect, an early attack ad. The inference is accurate — Ike didn’t like Nixon that much and felt Nixon had been forced on him by the right wing of the Republican party.
The 1964 election was notable for one very strong attack ad from the Democrats: The “Daisy” ad, only aired once but widely discussed, that highlighted Republican Sen. Barry Goldwater’s statements about use of nuclear weapons.
The Republicans used attack ads in 1964 as well. “Now there are two Americas — One is a dream, an ideal. The other is no longer a dream, but a nightmare…” That’s the America with big brassy bands, go go dancing and tires that squeal.
Another 1964 Goldwater ad used Russian Premier Nikita Kruschev’s 1956 “We will bury you” speech to scare Americans.
1968 ad for Democratic candidate Hubert Humphrey asked “What have the Democrats ever done for you? This sedate approach in the middle of the 1968 political and social storms was not as effective as Humphrey hoped.
1968 ads for Republican Richard Nixon emphasized Law and Order over fear and chaos. By then Nixon had become proficient at attack ads, and won by an even greater margin in 1972 over George McGovern, who refused to use tactics he thought were unethical.
By 1972, feel-good “image ads” became a staple of dominate political campaigns, in part because after a wave of assassinations, most people were not feeling very good about politics. This is a Nixon classic — crude and heavy handed.
In 1984, Ronald Reagan took a similar but somewhat more sophisticated approach with his “Morning in America” ads:
By 1988, the George H.W. Bush campaign used the “Willie Horton” and “Revolving Door” ads to smear Michael Dukakis, a Massachusetts Democrat.
The 1992 Bill Clinton ads did not descend to Bush’s level but still involving sharp political criticism
In 2000, Al Gore promised to stop offshore oil drilling …
… While George W. Bush promised to protect prescription drug benefits for seniors …
In 2004, the most vicious attack ads in history were used against John Kerry, attacking his main strength — his military service — and painting it as a liability.
The Obama campaign in 2008 attacked the “trickle down” economic theory and promised a better economy.
The 2016 Trump campaign promised to replace a “failed and corrupt political establishment.” .
This is a 2016 campaign ad compilation. One of the best is the second ad that juxtaposes Trump’s crude speeches with children watching TV.
Biden ad in 2020 attacks Trump’s wealth, physical fitness and lack of connection to the middle class.